For years, Google’s mission has been to organize the world’s information and make it universally accessible and useful. However, in 2025, the way in which the world’s most popular search engine does this is significantly changing.
What’s Different?
How we used Google was simple: We typed in our search query and received pages of blue hyperlinks to scroll through until we found the answer we were searching for. That’s different with the introduction of AI Mode. Now, not only are users able to conduct more detailed, long tail search queries, but what’s displayed is an overview of relevant information pulled from dozens of websites. However, it’s not just the websites AI Mode is pulling information from. It’s also from the company’s Google Business Profile.
For example, check out my results after searching for local pest control companies in Oviedo, FL:
Each result gives a synopsis of the services offered (great!). However, AI Mode took it a step further by also including these companies’ reviews regarding fast service, if they offered a 100% satisfaction guarantee, the areas they travel to, and the types of pests they treat.
If I scroll down, AI Mode also gave me tips for choosing the right pest control company based on my needs:
But why did AI Mode do all of this?
The answer has to do with how intuitive Google’s AI Mode really is. Rather than pushing results based solely on keywords and other organic measures, AI Mode understood my search intent. It assumed that I’m looking, not just for a local pest control company, but one that treats a variety of pests and has good reviews. After all, if someone is looking for a pest control company, it stands to reason they don’t already have one on speed dial. Google understood that.
In short, AI Mode wants to answer your question quickly and efficiently without you having to click through a bunch of websites. That’s great for you, the user. But how is that going to affect organic SEO?
The short answer is that the measurements of clicks are going to go down. But that doesn’t automatically mean that’s bad for business. In actuality, it means that any clicks you do get on your website will be higher quality, making a conversion much more likely. After all, AI Mode already provided useful information to your customer before they clicked.
So how do you ensure your company is showing up in the AI overview?
Tips for Showing Up in Google AI Mode Overview
Brand Mentions
Long gone are the days of backlinking being your best friend. Don’t get me wrong, backlinks are still important, however, they are taking a bit of a backseat to brand mentions. Brand mentions, whether through media appearances, PR initiatives, or even Facebook reviews, signify to Google that you’re a trustworthy authority in your industry. As such, they’re going to be more likely to advertise you in the AI overview.
Remember E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Brand mentions display these qualities.
Descriptive Content
Before, having a simple target keyword such as local pest control company near me, or one that included the location, such as pest control Oviedo would have (along with other organic measures), been enough to help you outrank the competition. Today, not so much.
One of the interesting things to come out of AI Mode are the types of search queries it receives. Now, users are asking genuinely long questions (up to 40 words) in hopes of receiving a niche response. For example, I conducted this search into Google’s AI Mode:
I need a lawyer to help with my father’s will near me who doesn’t cost a lot of money.
Without me even mentioning my location, Google AI mode displayed results either in or near my town that mentioned related keywords (probate, will, estate plan, power of attorney), provided how many positive reviews they had (and by how many reviewers, including how fast the attorney returned their call), free consultations, photos, a map for directions, and fee estimates. For example, how much I’d have to pay for estates valued from $1,500 all the way to $900,000. AI Mode also provided tips for finding affordable assistance if hiring a lawyer turned out to be unfeasible.
AI Mode yielded a lot of useful information, highlighting the importance of adding lots of detail to your website, social media channels, and Google Business Profile (GBP). It’s not simply about adding long tail keywords (such as the question I posed above) into your content, but rather adding as much relevant, quality detail as you can. The best advice I can give is to put yourself in the shoes of your reader. What would you want to know if you were asking the same question?
The more helpful and unique your content, the higher the probability it will rank in the AI Mode overview.
A Fully Fleshed Out Google Business Profile
Now onto the Google Business Profile, because this is really going to be your secret weapon for ranking in the AI overview. Like webpages, Google is also checking your GBP for context to help it decide whether or not showing it will be useful to the user. This is why it needs to be fully optimized with your business name, address, reviews, services, contact information, keywords and high-quality photos.
It may seem like a lot of work to fully optimize your Google Business Profile, but there’s a benefit to it we’re seeing in the AI overview. I was recently featured on a webinar, where I talked about Google’s launch of AI Mode and Justin (the CEO of Merchynt) recalled a search he had performed for a local restaurant with a full bar. Despite no mention of an open bar on their website or GPB, a restaurant matching his description popped up anyway simply because a customer uploaded a photo of the bar in their review. Again, Google’s AI Mode understands context.
As such, I cannot stress the importance of fleshing out your GBP. Keep pushing for reviews. Engage with your customer base. Answer questions left on your profile. The more quality detail you have, the easier it is for Google’s AI Mode to pull from.
The Bottom Line
To sum this all up, Google is going to recommend content that people find useful. Don’t overthink this. Like I said earlier, think about what people would want to know about your business and the services offered and build from there.
That being said, Esquire Digital is here to help. From experienced content writing to GBP management and PR packages, our team is prepared to help you rise to the top of Google AI Mode’s search results, book media appearances and get brand recognition that helps your reputation soar. Contact us today to get started.
Watch my interview with Merchynt for more information.
